Doctor knows best for these safety-focused consumers

If you can win over health practitioners, you can win over this group of shoppers, according to findings from New Hope Natural Media’s Market Innovation Consumer Segmentation study. We call this segment the 4 Out of 5 Doctors group. Learn more about them in this infographic.

Made up of mostly older consumers, the 4 Out of 5 Doctors segment is aptly named because these shoppers take their health cues from doctors and actively follow traditional health and wellness advice, as New Hope Natural Media found in our newly released Market Innovation Consumer Segmentation study.

Although they care greatly about product safety, these shoppers purchase less natural and organic offerings because of price. They are also less likely to try new things because they are happy with current choices.

Gaining new trial with the 4 Out of 5 Doctors group isn’t easy. It can be done, however, by first winning over these consumers’ practitioners, making this a particularly good opportunity for supplement manufacturers.

Get a deeper look into the characteristics that define these shoppers and meet three of them in our video profile.

Want to explore the other consumer segments? Check out these infographics and related videos: